When Sue Jassal founded SSJ Diamonds, it wasn’t just to create beautiful jewellery — it was to give meaning a tangible form. Born from a period of profound personal loss, her vision was clear: to design pieces that carry stories, emotions, and identity. In an industry often defined by perfection and repetition, Sue chose a different path — one of individuality, integrity, and artistry.

Today, SSJ Diamonds has become a symbol of purpose-driven luxury, where every gemstone is ethically sourced and every design tells a story. Blending craftsmanship with compassion, Sue has redefined what modern elegance means — proving that true luxury isn’t about excess, but about connection, consciousness, and the courage to create from the heart.

What inspired you to build a jewellery house centered on individuality rather than mass production?

SSJ Diamonds was born from a deeply personal place. After experiencing a profound loss, I realized that true beauty lies not in perfection or repetition, but in meaning. I wanted to create a brand where every piece is as unique as the person wearing it — a reflection of their story, not just a design from a catalogue. Mass production felt too impersonal for something as intimate as jewellery. Individuality, on the other hand, allows love, memory, and identity to shine through every stone.

Many of your pieces carry emotional or cultural meaning. How do you ensure each design truly reflects the client’s personal heritage or story?

It all begins with listening. Before I sketch a single line, I spend time understanding who the client is — their background, their values, and the emotions they want to capture. Sometimes they share a memory, a photograph, or a family heirloom that inspires the design. I also research cultural motifs, gemstones, or craftsmanship techniques that hold personal significance. Every design becomes a dialogue between my creativity and their essence — that’s how we create something deeply personal.

Craftsmanship plays such a vital role in fine jewellery. How involved are you in the hands-on design and creation process?

Completely. From the initial concept to the final polish, I’m involved in every stage. I hand-sketch the designs, personally select the gemstones, and work closely with our master artisans to bring each vision to life. I believe in the energy of touch — when you pour care into creation, it’s felt by the wearer. Each piece that leaves SSJ Diamonds carries a part of me, my team, and the story it was built to tell.

SSJ Diamonds upholds strict ethical standards. How do you see sustainability shaping the future of luxury jewellery?

Luxury without responsibility has no future. Today’s clients are deeply conscious of where their pieces come from. For me, sustainability means respect — for the earth, for the artisans, and for the legacy we leave behind. At SSJ Diamonds, we ensure that all our diamonds and gemstones are ethically sourced, and our production practices minimize waste. The future of luxury will not only sparkle — it will stand for integrity.

How do you educate clients about the differences between various gemstones and what makes each one special?

Education is empowerment. When clients understand the story behind a gemstone — its origins, symbolism, and energy — their connection to the piece becomes more profound. I walk clients through each stone’s qualities, explaining how color, clarity, and cut influence its character. But I also talk about emotional resonance — how certain stones symbolize love, strength, or healing. It’s not just about beauty; it’s about meaning.

Custom design often requires patience and trust. What do you enjoy most about guiding clients through that creative journey?

I love seeing their eyes light up when their vision comes to life. The design process is emotional — it’s a shared journey of trust, vulnerability, and imagination. Many clients come to me to commemorate something deeply personal — a love story, a milestone, or a memory. Translating those emotions into something tangible is the greatest privilege of my work.

As a woman entrepreneur in a traditionally male-dominated industry, what challenges have you faced — and how have you turned them into strengths?

In the beginning, being a woman in fine jewellery meant constantly proving that I belonged — that my voice, my designs, and my leadership mattered. But I realized that empathy and emotional intelligence are my greatest assets. Women bring a unique sensitivity to design and storytelling. Instead of competing, I chose to create from a place of authenticity and compassion — and that has become SSJ Diamonds’ greatest strength.

How has your definition of beauty evolved over the years as a designer and businesswoman?

When I was younger, I saw beauty as perfection — symmetry, sparkle, and flawlessness. Now, I see beauty in emotion. A piece is beautiful when it tells the truth, when it holds meaning. I’ve learned that the most powerful designs come from imperfection — from the stories behind the shine. True beauty is timeless because it comes from the heart.

What role does storytelling play in luxury branding, especially when it comes to connecting emotionally with your clients?

Storytelling is everything. In luxury, emotion is the ultimate value. People don’t just buy jewellery — they invest in how it makes them feel. Every SSJ Diamonds creation carries a story: of love, loss, resilience, or legacy. Through storytelling, we bridge the gap between craftsmanship and emotion, making each piece not just worn, but felt.

Looking ahead, what legacy do you hope SSJ Diamonds will leave in the world of fine jewellery?

I hope SSJ Diamonds becomes a symbol of purpose-driven luxury — where beauty, meaning, and responsibility coexist. I want our pieces to remind people that even in moments of pain, something extraordinary can emerge. My dream is that long after I’m gone, our jewellery continues to tell stories of strength, love, and rebirth — one diamond, one heart at a time.